DRIVING SALIENCE AMONGST A YOUNGER WHISKY CONSUMER
Premium single malts are known for a traditional approach to their brand worlds. The Macallan needed to drive salience amongst a younger whisky target consumer to meet ambitious growth targets. The challenge was to not neglect existing consumers but create a brand identity that would engage a new global younger consumer.
CONSISTENT TIMELESS EQUITIES
Younger whisky consumers seek brands that stand for something. In this case, The Macallan stands for the ultimate luxury spirit, a brand image that needed to be delivered consistently across global markets for maximum connection with the consumer. The result was the development of the existing brand equities and new chevron asset inspired from the timeless design cues of luxury.
A DISTINCTIVE BRAND WORLD
Launching in May 2018 the brand world reflected the new bottle design with a distinctive set of 2D & 3D equities, including brand marks, chevron shape, icons and use of colour. Used together, the assets create an ownable, consistent and confident brand world – something important to the target audience.
UTILISING THE OCCASION
A new confident approach to the photography styling was delivered for the new brand world, using The Macallan Trilogy, three products at the core of the portfolio. The solution was a set of premium lifestyle photographs, with each expression telling a different story relating to a different occasion and time of day, whilst showcasing the new packaging in a bold and modern way.
ELIZABETH MCMILLAN EDRINGTON – THE MACALLAN